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Toys “R” Us Turns to Rival Target for Website Relaunch

Tru Kids Brands, the parent company of Toys “R” Us, has enlisted Target’s help to relaunch Analysts are calling the move good for Target’s toy business, which the retailer has taken pains to improve as it tries to fill the void left by the Toys “R” Us bankruptcy. But the decision by Tru Kids Brands is casting doubt on that company’s long-term strategy for the toy retailer. Neil Saunders, managing director at GlobalData Retail, called the solution of bringing in a major competitor to help handle e-commerce “neat” but “not ideal.” Jason Goldberg, chief commerce strategy officer at Publicis Communications, said the decision may highlight Tru Brands’ real intentions.

“If Tru Brands was truly trying to rebuild a sustainable toys business, they would never want to outsource their e-commerce to a third party and certainly not to a rival,” he said. “Sadly this is probably a sign that the current Tru Kids efforts are a shallow effort to monetize a brand they own, rather than an effort to build a serious toy competitor.”

Read the full story at USA Today.